Hone your message
The challenge
Many seniors don’t fully appreciate how downsizing is different from other moves or why they need a specially-trained REALTOR like you. They may choose any old real estate agent who’s been referred to them by a friend or family member. You may feel you don’t have the marketing savvy or budget to compete. You may even have a hard time describing what you do that’s different from other agents.
So, how can you stand out?
It comes down to creating a compelling message. One that will convince downsizing seniors they’d be silly not to have you as their real estate agent.
And guess what. You don’t have to hire a professional writer or marketing expert to do it for you. In fact, it’s BETTER if you do it yourself.
Fortunately, there’s a proven process you can follow… even if writing isn’t in your comfort zone.
Learn how
Attracting Downsizing Seniors is a 6-week interactive, online course designed for US and Canadian REALTORS with an SRES (Seniors Real Estate Specialist) or ASA (Accredited Senior Agent) designation.
It teaches you how to articulate what you have to offer as a REALTOR who understands downsizing.
Your instructor
It’s taught by Paul Cavanagh, a freelance writer and writing coach who crafts marketing messages for businesses in the senior living sector. Trained as an occupational therapist and urban planner, Paul has over 30 years of experience working with seniors and their families.
What’s the biggest thing I got out of Paul’s course? It’s being able to articulate my value to downsizing seniors. Now, I’m able to clearly and comfortably differentiate myself from other realtors without putting anyone down. Not just in writing, but in conversations as well. I got a listing last week, and I believe it’s because Paul’s course helped me think through my messaging.
Offered only twice a year
The Attracting Downsizing Seniors course uses lots of relevant writing samples to show you what works and what doesn’t. Through weekly assignments, you’ll apply the lessons you learn to hone your message. And you’ll receive plenty of individualized, expert feedback along the way.
By the end of the course, you’ll have developed a customer-focused description of what you have to offer downsizing seniors that can be used for lead generation and conversion.
Why you?
Next, get clear on why downsizing seniors are more likely to have a good outcome with you as their REALTOR. What is it about your knowledge, experience, and approach that sets you apart?
The main question you want to answer here is “how will you make their lives better?”
Why you?
Next, get clear on why downsizing seniors are more likely to have a good outcome with you as their REALTOR. What is it about your knowledge, experience, and approach that sets you apart?
The main question you want to answer here is “how will you make their lives better?”
Start with your audience
View the world through their eyes. What causes your clients to move? Why is downsizing hard for them? What emotions are they going through?
Understanding this allows you to connect with them more effectively. They’ll be impressed that you know what they’re going through. It’s the first step to building trust.
Why you?
Next, get clear on why downsizing seniors are more likely to have a good outcome with you as their REALTOR. What is it about your knowledge, experience, and approach that sets you apart?
The main question you want to answer here is “how will you make their lives better?”
First things first
Many real estate agents focus on marketing tactics without understanding how crucial it is to have a compelling, customer-focused message first.
So, before you ask whether you should be doubling down on things like Facebook ads or outreach to seniors’ centres, be sure you can clearly and comfortably describe why downsizing seniors should choose you as their REALTOR.